蘑菇AV

Retail media is now being adapted by companies in other verticals: Financial services and travel companies are among those launching commerce media networks in a bid to monetize their first-party data.

Opening ChatGPT search to all users was a smart holiday play by OpenAI, considering 76% of US consumers said they would buy at least half of their holiday purchases online, per Bain and Co. During our testing of ChatGPT search for price comparisons, we were able to source the cost of an Asus ROG Ally X gaming handheld from three retailers: Best Buy, Amazon, and Newegg.

On today's podcast episode, we discuss whether search, social, connected TV, or retail media has been driving growth the most this year, how much non-cyclical ad growth has been fueling this year's numbers, and what to expect from ad spend in 2025. Tune in to the discussion with host Marcus Johnson and our analyst Ross Benes.

YouTube's CTV audience is now second only to Netflix鈥檚 total audience in the US, per our estimates. To stave off competition, streamers like Netflix and Amazon are incorporating more creator content into their libraries. Marketing budget is also moving to creators. In 2025, we expect US social video ad spending, excluding YouTube, to surpass linear TV ad spending for the first time.

The advertising industry craves standardization in a fragmented landscape shaped by rising privacy expectations and demands for actionable insights. To move beyond aggregate campaign analytics, businesses need user-level insights without adding legal, technical, or governance hurdles.

US CTV ad spend will climb 15.8% this year to reach $33.35 billion, per our November 2024 forecast. CTV viewership in the US will also rise, approaching nearly 70% of the population (238.0 million users). YouTube and Amazon dominate the US CTV landscape, raking in $3.99 billion and $3.15 billion, respectively, in CTV ad revenues this year, per our forecast.

Retail will play a central role in the broad-based acceleration of US ad spending this year. The overall US digital ad market will grow by 13.6% YoY in 2024, but retail digital ad spending will increase by 17.0%. In dollar terms, retailers make over a quarter of US digital ad buys and sell nearly a fifth. Retail will grow only more important for digital advertising.

US B2B digital ad spend will increase by 14.9% this year to reach $18.34 billion, per our August 2024 forecast.

YouTube TV had grown to over 8 million subscribers as of February, making it the fourth-largest US pay-TV service behind Charter, Comcast, and DirecTV. It is projected to surpass Comcast as the top US pay-TV provider by 2026. Our take: While the YouTube TV price increase might test subscriber loyalty, YouTube's broader living room strategy appears hard to beat.

Comcast is leading this industry shift, announcing plans to separate its cable networks into 鈥淪pinCo,鈥� a new public company that will house major networks like USA Network, CNBC, and MSNBC, while NBCUniversal retains the Peacock streamer. Disney is also restructuring, merging its TV studios, cutting 300 corporate jobs, and laying off 75 employees at ABC News and its local stations.

Movie theaters still rely heavily on TV advertising, with 51% of Canadian and 47% of US adults noting it as their primary source for movie promotions鈥攂ut social media is closing the gap. Content discovery habits further highlight this shift. While 58% of adults choose new shows or movies based on friends' recommendations, online reviews (38%) and TV commercials (33%) remain significant influences.

Shorter ad breaks, seamless delivery, and relevant ads are key to keeping viewers engaged with ad-supported streaming. These factors enhance satisfaction and drive better results for brands, according to the latest research from FreeWheel's Viewer Experience Lab.

In ad spending, we forecast linear TV will receive about double the number of ad dollars as CTV in 2024. This means that CTV generates more ad revenues per hour than linear TV.

By 2026, nine streaming services will generate over $1 billion in ad revenue, up from just two in 2020, according to 蘑菇AV鈥檚 forecast. To build that revenue, players across the connected TV (CTV) space are eyeing more ad dollars, which will have a significant effect on marketing budgets and consumer experiences.

Younger generations have embraced TikTok, Instagram, and YouTube as search engines. Although TikTok鈥檚 future in the US is uncertain, the social search opportunity remains robust.

They slowed their US ad spending in Q3 year-on-year, according to Sensor Tower. So, that had somewhat of an impact, but what else kind of goes into the soup? What other ingredients are piling into this, which led to Google getting 10% growth? Evelyn Mitchell-Wolf (05:37):.